가격수준, 소비자지각 및 구매의도간의 구조적 관계: 외식메뉴를 중심으로 = Structural relationships between price level, customers' perception and purchasing intention:Focused on restaurants menu

다국어 초록 (Multilingual Abstract)

This study is designed to find out the effects of price level on the consumers' perceived quality, risk, value and purchase willingness of restaurants menu in order to get the basic information that is needed in helping restaurateur strategy for promotion on price.
This study was conducted by means of a questionnaire survey of university students and office workers in the metropolitan area, SPSS and AMOS program were used for analysis. The conclusions of this study as follow:
First, the price level affecting the perceived quality was positive. And the perceived risk, perceived value and purchases also had a negative impact.
Second, the perceived quality affecting the perceived value was positive. And the purchases also had a negative impact.
Third, the perceived risk affecting the perceived quality, perceived value and purchases was negative.
Fourth, the perceived value affecting the purchase was a positive influence.
I explained the theoretical and practical implication of the study, the limitation of research, and the course of the future study.

다국어 초록 (Multilingual Abstract)

This study is designed to find out the effects of price level on the consumers' perceived quality, risk, value and purchase willingness of restaurants menu in order to get the basic information that is needed in helping restaurateur strategy for promotion on price.
This study was conducted by means of a questionnaire survey of university students and office workers in the metropolitan area, SPSS and AMOS program were used for analysis. The conclusions of this study as follow:
First, the price level affecting the perceived quality was positive. And the perceived risk, perceived value and purchases also had a negative impact.
Second, the perceived quality affecting the perceived value was positive. And the purchases also had a negative impact.
Third, the perceived risk affecting the perceived quality, perceived value and purchases was negative.
Fourth, the perceived value affecting the purchase was a positive influence.
I explained the theoretical and practical implication of the study, the limitation of research, and the course of the future study.

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